. >> we have more pedestrian crashes than cities like chicago, seattle and boston. >> reporter: as chief of surgery at san francisco general hospital, dr. peggy sees pedestrian injuries almost every day. >> hit by a vehicle, you're going to be hurt. if you're an adult, the way that you're struck by cars, you're likely to have lower extremity fractures, rib fractures. if you're a child, you're going to get tossed. you're most likely to have a severe head injury. >> reporter: and in san francisco, two pedestrians are hit on average every single day, with 17 deaths each year, costing the public more than $15 million. >> we pick this day, this time, this area here to make this announcement, that we have a pedestrian strategy that's going on, a serious one. >> reporter: a citywide effort targeting hot spots, urging drivers to slow down and pedestrians to pay attention. a challenge when some feel texting is just not that dangerous. >> not if you're with a group of people. >>> don't text and no need to check the weather app. brian is here with that. >> absolutely. we'll have you all updated on